From Cairo to The Cosmos, Ménage 07 Builds a World of its Own

Ménage 07 is a living, breathing experiment in belonging. Born in Dubai in 2021 and rooted even deeper in Egypt with its fashion house opening in late 2024, the brand was born out of a tightly knit family and has grown into something that now mirrors the word it takes its name from. Since launching, Ménage 07 has carved out a distinct visual and emotional vocabulary— one that’s found its way into the pages of the region's biggest media outlets. The brand’s break came during a Meta event, where their experimental silhouettes and sculptural tailoring caught the fashion world’s attention— a digital-age debut that felt both futuristic and unapologetically human.

True to form, they followed that moment with contrast: an avant-garde collection that blurred the line between performance and fashion, then a ready-to-wear drop that brought that same spirit into everyday form. It’s a rhythm Ménage 07 has mastered, one foot in fantasy, the other in reality, moving seamlessly between the two without losing the pulse of its own world.
In the opening frame of one of Ménage 07’s most talked-about fashion films, the camera lingers on a girl’s face. She takes a drag from her cigarette, her dog tucked under one arm all done with prosaic intimacy, the frames flicker to a couple more mundane moments. Then, the scene briskly fractures into an alien odyssey: a spaceship descends on earth, and brand director Modii Saad emerges as its leader. Around him, the others have transformed. Skin dusted in gold, movements otherworldly yet instinctive, and garments folding and unfolding like armour.

That ambitious project marked a pivotal moment for the brand— and, in every sense, its most Egyptian declaration up to that point. For the first time, every creative mind behind the lens hailed from Egypt: photographer, director, cinematographer, art director, make-up and hair stylists who are part of a generation reclaiming the right to define beauty on their own terms. “I’m really proud to say that all of the names there were Egyptians,” Modii Saad reflects. “We wanted to show that we’re capable of things, that we know how to craft and do wonders if we put our minds and hearts into it.”
The campaign, much like most of Ménage 07’s work, felt like an artefact from another realm —avant-garde but emotional, alien yet deeply familiar— a portrait of belonging and otherness colliding, born from Modii’s own feelings of alienation.

Since then, Ménage 07 has continued to build on that foundation, refining its narrative of Egyptian creative excellence. The brand has since unveiled a new chapter, collaborating with acclaimed Egyptian actress Ghada Abdelrazek for a campaign that carries forward the same spirit of sculptural storytelling. It’s a continuation of the brand’s commitment to working with local visionaries who are part of a generation reclaiming the right to define beauty on their own terms.
This evolution continues with Volume 06, their latest collection. The pieces are sculptural yet fluid, balancing hard structure against bare edges— something caught between rebellion and intimacy. “Being something that’s basic and not structured, that’s a piece, but having the design trick your mind into thinking it’s structured,” Modii laughs. “It gives it an edge, like, okay, my ribs are out there.” The silhouettes evoke the body as landscape, fragile, strong, exposed, stitched in a way that feels as personal as handwriting.

There’s warmth beneath the edge. Whether in the gold-and-shadow tones or the campaign with Ghada Abdelrazek, every frame hums with a sense of kinship— a creative communion that extends far beyond the Saad family. “I’m nothing without these people,” Modii says, almost softly. “I’m just a mind with a lot of ideas, but they’re the ones who make my ideas come to life. They’re the magnificent artists here.” That sentiment —of art as a collective act— sits at the heart of Ménage 07’s identity. In the brand’s world, family is not a fixed unit but a state of belonging. “Every creative process is family work,” Modii explains. “These people became part of the family because they worked so hard to develop this campaign and to grow the brand. Along the way I realised that family isn’t just my own family— it’s every person who becomes part of this creative journey.”

What separates Ménage 07 from the usual fashion narrative is its refusal to chase validation. The brand is unapologetically avant-garde, sometimes even alien to its surroundings, but that outsider stance is exactly where its power lies. “Travelling out there, going global, that’s not the key to success,” Modii says. “The key is hard work, knowledge, and reaching the highest level of your own aura and personality.” “Knowledge is power,” he insists. “I’ve been reading and learning about fashion, art, history. Feeding your brain with knowledge is the key to being outstanding, to being beyond, to being powerful.”

There’s something quietly radical in that. In a fashion landscape often defined by ego and singular genius, Ménage 07 builds its mythology on togetherness and knowledge— on the idea that creation itself is an act of trust. Their collection capture that spirit perfectly: faces and fabrics merging, gestures echoing across frames, as if the collection itself were breathing.
Still, Ménage 07 doesn’t romanticise its own defiance. There’s humour in its seriousness— the kind of tongue-in-cheek irony only someone deeply in love with fashion can pull off. The pieces might look sculptural and distant, but there’s always a wink somewhere: a ripped hem, an unexpected fold, a detail that reminds you the whole thing is, ultimately, alive.

By the time the screen fades to black, the message is clear: being unafraid to stand slightly outside the circle and still call it home.

And as Modii Saad puts it —half laughing, half serious— “We’re all learning, we’re all growing. I just take my time perfecting things, doing them right. Hard work does wonders.” In Ménage 07’s world, it also makes family.